Audience Research – First Steps

On September 17th and 18th representatives from Theatron Partner Theatres convened at Free University Berlin for a Kick Off in the collaborative effort on joint audience research and marketing within Theatron.

The workshop started on input from Achim Müller (FU Berlin) on integrated audience research in audience development and from Christian Have (Have Communications) on relationship-oriented marketing and media platforms. Experiences in partner theatres were exchanged and the cornerstones for activities in marketing and audience research in Theatron were established.

From the workshop the focus points of activities in Theatron on audience research and marketing were set to to be:

Integration of (social media) marketing and (mixed-method) audience research into organisational and artistic processes.

Transforming theatres into newsrooms / media platforms

Implementing and evaluating social (media) network campaigning

Developing a toolkit for research on new audiences

Action research on the impact of audience development and marketing activities